Leads can be lost at every step: ad to click, click to page view, page to enquiry, enquiry to sale. Fixing the leakiest step is usually the fastest way to grow.
Map your funnel
| Step | Example number | Rate |
|---|---|---|
| Ad impressions | 100,000 | |
| Clicks | 1,500 | 1.5% CTR |
| Landing page views | 1,100 | 73% of clicks |
| Enquiries | 55 | 5% conversion |
| Customers | 8 | 15% close rate |
(Example figures.) Model your own with our marketing funnel calculator.
Common leaks and fixes
- Low CTR: better creative and offer.
- Clicks not becoming page views: slow page loading.
- Low enquiry rate: unclear page, weak proof, long form; calculate it with our conversion rate calculator.
- Low close rate: slow follow-up, poor lead quality, sales process.
Fix the biggest leak first
Improving a 15% close rate to 25% may add more customers than doubling ad spend.
Track every step
Use Analytics, ad reports and a simple CRM or sheet for sales outcomes.
Read how to track marketing results.
Want the full picture? This article is part of Landing pages: the complete guide, our in-depth guide with everything in one place.
